IAB&普华永道：美国播客广告营收研究报告：2023年营收&2024-2026年增长预测（英文版）（20页）.pdf

1、2023 Revenue&2024-2026 Growth ProjectionsMay 2024U.S.Podcast Advertising U.S.Podcast Advertising Revenue Study Revenue Study PwC|IAB FY 2023 Podcast Ad Revenue Study 205MARKET SIZE&GROWTH 03FOREWORD04KEY INSIGHTS09AD CATEGORIES&CONTENT GENRES14APPENDIXDEFINITIONS AND SURVEY OPTIONSSTUDY SCOPE AND ME

2、THODOLOGYABOUT THIS STUDYABOUT IAB AND PWCCONTACTS:IAB AND PWCCONTENTS12RECAPPwC|IAB FY 2023 Podcast Ad Revenue Study FOREWORDIn 2023,podcast advertising saw a growth deceleration,posting a modest revenue increase of 5%to$1.9 billion.This was due,in large part,to a challenging advertising climate th

3、at particularly affected mid-tier companies,resulting in losses that tempered the sectors overall growth trajectory.Looking ahead,podcasting is projected to more than double its 2023 ad revenue growth rate(+12%)in 2024 and is on track to approach the$2.6 billion mark by 2026.Publishers will fuel gro

4、wth through various initiatives,including measurement,programmatic,live events,more aggressive show promotion,and the continued development of video podcasts.The vitality of podcasting will also continue to be built on the unique rapport between podcasters and their diverse audiences,exhibiting extr

5、aordinary attentiveness to the content and the accompanying ads.This is evidenced by the revenue contributions from a broadening array of advertising sectors and content categories.IAB expects podcasting to continue to grow as both a bourgeoning advertising channel for brands and an engaging digital

6、 platform forging strong bonds with consumers.Read on to see more details regarding 2023 ad revenues and projections through 2026.HOW TO LEVERAGE THIS STUDYThis eighth annual IAB U.S.Podcast Advertising Revenue study,prepared for IAB by PricewaterhouseCoopers LLP(“PwC”),quantifies annual podcast adv